Category: Business
Publication date: November 16, 2017
Extent: 232 pages


The human approach to building outstanding client relationships in a digitised world

Lyn Bromley
Donna Whitbrook


Shortlisted for the Judges’ Choice Award, The Business Book Awards 2017
In a world of increasingly digitised interactions it’s more essential than ever for businesses to connect with their customers and staff on a human level.
Trusted gives clear strategies to build and maintain deep professional relationships, authentically. The revolutionary T-spot model explores the five essential areas that must be aligned to create professional trust – mindset, communication, interaction, behaviour and professional image – and reveals where the ‘credibility thief’ is damaging that trust and, ultimately, your profits.
Beautifully designed with concepts illustrated visually throughout, Trusted is full of inspirational ideas, top tips and insights drawn from the authors’ work with world-class organisations. It shows leaders how to focus on the skills that impact on the client experience and the company’s ability to deliver outstanding service, resulting in improved profits, employee retention, company growth and competitive advantage.


Amazon reviews:

‘This book is probably one of the best business books that I have come across. Loads of tips on how to apply the theory in a practical way and so easy to read. The authors demonstrate where they have “been there and done it”. I initially bought the book and dipped in/out as it’s quite easy to do that but have just spent the last 4 days reading it from start to finish and really thinking about where and how we apply this in our business and it has given me loads of ideas. There are case studies throughout which demonstrated the topics and learning points well. Would definitely recommend this book to anyone who values improving client relationships and getting the best from their people.’

‘A fantastic book and very reader friendly. An essential bible for any business person across all sectors. You will find so many tips and strategies for creating great working relationships with colleagues and clients. A great buy!’

‘I give this book a five star rating! A helpful, insightful and easy to read book, I can certainly recommend taking the time to read it.’

‘A really insightful read and practical take aways for use back in the workplace. An excellent tool for implementing great focused customer service in a way that will help to delight existing customers and attract the new ones. The book contains great case studies that you can relate to and that you can use within your business to drive growth and teamwork. I would highly recommend.’

‘We live in turbulent times where trust has become a massive issue across the globe at both micro and macro levels. We are bombarded by fake news daily, and the media is full of stories that erode our trust, so it can be easy to forget that most businesses forge relationships that continue to be built on foundations where trust is an important component. And we all lead increasingly busy lives which means that good communication is often one of the first casualties. Trusted is full of clear practical advice and guidance about building and maintaining strong relationships, and the ingredients that are needed for this such as respect, good communication, authenticity, credibility, etc. Using case study examples of real life situations, the book gives useful insights that will help any business (large or small) that is trying to change its culture in positive ways.’

‘A very inspirational book! I thoroughly enjoyed reading it and got lots of amazing business and personal tips from it. Well done Lynn and Donna!’

‘This was advised to me to get for my dissertation and I must say it was very good.’

‘Intelligent, current, business common sense… There is, in fact, something for every level of business here.’ Su Askew, HR Director

‘Trusted has a business head and is full of heart. I recommend it to anyone looking to strengthen commercially while remaining at peace with your inner self.’ – Sarah Windrum, CEO, Emerald Group

“Lyn and Donna, have produced a book that’s packed with practical tools and techniques you can use immediately to build trust with colleagues and clients in the modern workplace. I will definitely dip back into this ‘Swiss Army Knife’ of a book to pick out ideas to deliver outstanding customer service. I found it very easy to read. The content seems to have been born and synthesised from experience. The case studies sprinkled throughout the book make the whole thing feel very real. I’d recommend this book for anyone who works in an organisation – no matter how junior or senior in age or position they might be.” Richard Davies

‘What a gem of a book! Trusted has such broad appeal and love the way it’s set out with handy tips, quotes and case studies. Whether you’re just starting out in your career, run your own business or part of a big organisation the T-Spot model is relevant to us all! You might think you are familiar with a lot of the points in the book; it’s all common sense… but the challenge is how well do we do them? AND do we actually do them consistently? Only by consistently being tuned in to your mindset, communication, interaction, behaviour and image can you truly build outstanding professional relationships and enjoy commercial success. Lyn and Donna explain just how to do it!’

‘Very insightful and helpful book in regards to improving and excelling in your personal perception within the Business World in any career path. It’s a must read, I highly recommend purchasing this book. It’s helped me both at university (BSc in Marketing) and within my Business.’

‘Very, very clear in terms of highlighting issues and opportunities and a well structured approach to personal improvement. The experience of the authors shines through – it’s a book I would return to over time to refresh my approach to issues.’

‘A must read for all business owners, team leaders and people in customer facing roles. Reminding us all of the importance of relationships in business, the book is an excellent tool for implementing great customer focused service in your business that will help to please existing customers and win new ones too! . Easy to read, insightful and practical advice backed up by case studies you can relate to, to help you build great and long lasting relationships that will help to really set your business apart and enable both your team and your business to grow! An enjoyable read and very useful. I would highly recommend.’

‘This is a great resource with information and practical ways to build your confidence. I dip in and out and always find it useful and inspiring.’

‘A great read, not only serves to remind us of the enduring power of personal relationships in an increasingly digitised world but also calls out sone really useful tips and strategies to help get the best out of every interaction. Practical and credible, would highly recommend.’

Trusted is an easy to read and well laid out book to help you improve your professional and personal relationships. As well as great advice it also includes case studies to bring the points to life. The book covers 5 principle areas – Mindset ( How to recognise which mindset you are in and the advantages of a growth mindset), Communication ( including body language and different communication styles, Interaction ( The importance of face to face meetings to build trust), Behaviour ( creating a culture with a customer centric vision) and lastly professional Image ( that covers among other things dress code ). These 5 Areas are foundation of the T-Spot model created by Lyn and Donna.

In this day and age, customer service is one of the key drivers to keep existing customers and win new ones. This should be a must read for anyone in a senior or customer facing position.

At the end of each chapter there are great summaries of the main points and you can download a workbook to encourage you to put some of the ideas into practice and embed the learning.

Well recommended.’

‘I really enjoyed reading this book. It is written in an easy going style and has real world examples of client facing situations that I can certainly relate to. The section on developing the right mind set I found particularly useful. Recommended for those in client facing roles and in particular business consultancy.’


‘Full of helpful tips, thoughtful suggestions and compelling success stories. This succinct but detailed review of what works in building and sustaining trust, which in turn creates and sustains successful companies, will be helpful for sole traders, small businesses and giant concerns. ‘ – Kate Davies, Chief Executive – Notting Hill Housing Trust

“It is so refreshing to read a development book that addresses the physical, mental, and emotional sides of my sense of self. Trusted has a business head and is full of heart. I recommend it to anyone looking to strengthen commercially while remaining at peace with your inner self.” – Sarah Windrum, CEO – The Emerald Group




The T-Spot Model

Marginal gains

Things to look out for

Starting the journey

SECTION 1 Mindset

Growth mindset

What you can do to move to a growth mindset

How you can inspire your team to have a growth mindset

Emotional intelligence

Brain chemistry

Unconscious bias


Priming your mind

Managing your mindset

Well-being and employee benefits in the workplace

Overcoming mindset barriers


Credibility sleuth and credibility thief

SECTION 2 Communication

What is rapport?

Small talk or deeper connection

Hello, my name is…

Body language

Verbal communication

Communication styles

Understanding communication differences

Transactional or tailored?

Case study: Going from good to great after scaling up

Credibility sleuth and credibility thief

SECTION 3 Interaction

The importance of building outstanding client relationships

Visibility: The paradox of technology

Digitisation: Generational differences

Case study: Treading a fine line between digitised and personal interactions

The power of face-to-face

The human moment



Case study: Building trust through quality interactions

Credibility statement

Client intelligence


Case study: Getting on the radar

Credibility sleuth and credibility thief

SECTION 4 Behaviour

Managing behaviour

Case study: Managing behaviour in the moment

Managing negative behaviour

Setting behaviour expectations

Creating an internal culture with a client-centric service vision

Positive behaviours

Non-negotiable standards

Case study: Keeping a family culture while expanding the business

Doing the right thing

Case study: PRIDE in their legendary service

Substantiated value

Case study: Client expectations of a global organisation

Case study: Client expectations of a low-cost organisation

Measuring behaviour

Client satisfaction

Rewarding behaviour

Service recovery

Behaviour in communication

Habits detrimental to building relationships

Brand sabotage

Removing barriers


Credibility sleuth and credibility thief

5 Professional image

What we wear can make us feel more confident

Cycle of success

People judge us by what we wear

Reflecting the culture of your organisation while remaining authentic

Personal style: Blending in or standing out

How much authority you need to display

The type of clients you are meeting

What is appropriate for different situations?

Dress codes

The messages you wish to send out

Environmental considerations

Considering the ‘team look’

Summary: Professional image

Case study: Aligning personal brand with corporate brand

Credibility sleuth and credibility thief

Moving forward

Bringing Trusted to your organisation


References and research

Recommended further reading

About the authors



Paperback / 9781910056554 / November 16, 2017 / £15.99

Ebook / 9781910056745 / November 16, 2017 / £9.99

Paperback and eBook Bundle / £18.49


Lyn Bromley

Lyn Bromley has been the managing director of First Impressions Training Ltd since September 2010.
She is an experienced people manager, trainer and consultant. Her wide-ranging corporate background spans finance, training, consultancy and project management. She held senior leadership positions and has worked with clients from a whole host of industries, from financial services to law, and from SMEs to blue-chip organisations.
Donna Whitbrook is an experienced corporate consultant and people developer. Her extensive corporate background spans finance, training, consultancy, performance improvement, governance and strategy.
She has held senior management positions in banking and finance and board-level positions in the public and third sectors.
Lyn and Donna have a real belief in the work they promote. They are passionate about developing leaders and helping businesses to transform the performance of their individuals and teams, enabling them to reflect their organisation’s brand vision and values and deliver world-class service to their valued clients.

Donna Whitbrook

Donna Whitbrook is an experienced corporate consultant, people developer and coach.
Her extensive corporate background spans finance, training, consultancy, performance improvement, governance and strategy.
She has held senior positions in Banking and Finance and Board level positions in the Public and Third Sectors. Her key strengths being turn around of underperformance, service delivery and relationship management.
Donna is passionate about helping businesses to transform the performance of individuals and teams enabling them to reflect the brand values of the organisation and to create outstanding customer service.
She believes that, in today’s world of work, being competent and doing a really good job is simply not enough. Today we have to have the ability to create impact and maximise our personal presence in order to be positively memorable. Being a brand ambassador for our business and being able to engage with others confidently in order to build successful, professional relationships is key to outstanding performance.